Details matter
Way back in my primary school (and yes, I know, that was a very long time ago!), there was a sign on the wall that said: It does matter
At the time it didn’t really mean much to me and I could often be heard mumbling, ‘It doesn’t matter!’ I was, of course, very wrong. Here are a few small but important things that do matter in business, if you want to give the right impression:
- Spelling
- Capital letters
- Phone manner
- Tidiness
- Accuracy
The level of details that matter is very much dependent on what type of customers you want to attract (as discussed previously in the Marketing section). If you want customers that have better cars, and more spending power, then first impressions can be everything.
I visit lots of workshops and see lots of leaflets and I communicate with many colleagues in our industry. Most of these are of course great. But, there are some that I (and especially the teacher in me) think could be better! Leaflets with spelling mistakes; I write a lot but I am still rubbish at spelling, so I look things up or use the spellchecker. Names without capital letters; Joe Bloggs looks much better than joe bloggs, for example. Phones answered with just ‘hello?’ or in some cases silence! ‘Hello, Tom’s garage, how can I help?’ is a world of difference. Finally, some of the workshops I have seen, I simply would not trust to work on my car because of my first impression; oil, granules, boxes, filters and tools mixed on the floor for example. A working workshop doesn’t have to be shiny, but it really must be tidy.
Perhaps, after all, it does matter! It may seem like a small detail, but memberships matter too.
Memberships
There are several excellent membership organisations. The choice will depend on your needs and finances. The ones that meet my personal needs are the IMI, the IRTE (SOE) and the SAE. If I still had a workshop then I would also join the RMI but this is more business based than a personal membership.
As I firmly believe it is the best option for everyone, I will say a little more about the Institute of the Motor Industry (IMI). Here is a list of some of the benefits (these may vary):
Career Development
- Access IMI careers team insight, advice and development resources
- Gain free online insights and advice for managers, supervisors and team leaders
- Get five free electric vehicle eLearning modules
- Enjoy up to 25% discounts on IMI CPD courses
- Plus: three electric vehicle eLearning modules at a reduced rate.
Making Connections
- Keep learning at IMI’s free Membership Association (MA) events
- Gain access to IMI’s annual member (and guest) conference.
Professional recognition
- At associate grade and above, members automatically qualify to join IMI’s Professional Register
- Members can use AMIMI, MIMI and FIMI post-nominals and certification dependent on membership level.
Industry Insights
- Six exclusive editions of the amazing MotorPro magazine
- Monthly industry insights via IMI’s e-newsletters
- Free online how-to articles, interviews and learning content.
Member Discounts
- Discounts across a range of brands on lifestyle, travel, health and well being
- 15% AllData discount
- Halfords Trade Card
- SP Diagnostics discount
- Income tax relief
- Health & safety compliance companion
- Legal helpline – free 45 mins per subject.
All these benefits are great, and just the free eLearning and discounts more than cover the membership costs. However, to me, there is an even more important reason for becoming an active member of the IMI (and/or other membership organisation), and that is to be ready for the future, but better still, play your part in shaping that future.
I have often heard the cry, ‘What has the IMI ever done for me’ (What have the Romans ever done for us!). Well apart from the above list, for me it is an opportunity to be involved. If you don’t agree with the National Standards, or the content of a syllabus for example, then volunteer to help develop the next versions.
Finally, the Professional Register and associated IMI TechSafe™ recognition when appropriate, is a great way to show the general public how up to date and professional we are – and therefore why they have to pay properly for our expert services!
Summary
In the previous articles I considered twelve: Things I wish I knew then…
…that I know now!
Here they are summarised as bullet points:
- Running a business is three jobs in one – at least
- Working with a partner can be good – it can also be bad
- Calculate your hourly cost – then set your hourly rate
- Price things so as you become better – you earn more
- Use the best quality parts – or at least know the consequences of not doing
- Learn when to say – NO
- Make a business plan and stick to it – short, medium and long term
- A customer has the problem – you have the solution for which they will pay
- Adjust your marketing – so you attract the type of customer you want
- Do training regularly – work smarter not just harder
- Details matter – be accurate and set the right image
- Memberships – join the IMI and other organisations, and get involved in shaping our industry.
Finally, an important note to add here is that I am far from an expert in many of the business areas discussed above – but I do have a lot of experience, and hope that by sharing it then you will not fall into some of the holes I’ve been in!